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Let the Crisis Response Fit the Scandal

Scandals can be nasty things
– they happen to people and companies all the time, negatively affecting their
reputations and the bottom lines of their businesses. Even if you or your
company have done nothing wrong, you can be easily dragged into a scandal
through false allegations or associations with a third party.

All PR
crises are not created equal and there is no single solution that fits
every situation. Still, an effective crisis response is one that considers the
nature of the situation, the parties involved and the media channels spreading
the bad news.

Some scandals require an
immediate reaction, while others are better dealt with through calm refrain.

When responding to a
scandalous allegation, it is important to consider a number of factors: Is the
allegation true? Is it false? Could it be considered slander or libel? False
and libelous claims can be addressed with official statements of denial or legal
action against the attacker. True allegations, on the other hand, require a
more delicate approach and may involve an apology or a personalized PR damage
control plan.

One thing is certain,
however: in the age of social media and the 24-hour news cycle, companies
simply cannot afford to be unprepared to respond to scandals and PR crises of
different sorts. Having a designated crisis
PR team is an absolute must for any business that cares about its
reputation and financial stability.

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